Co- and Additional Branding

Products and Solutions

Our broad portfolio of products and solutions is designed to meet any logistics requirement – and it’s one of the reasons why we are a world market leader in the logistics industry. In this guide, you’ll learn how to communicate our products and solutions in headings and copy text, with logotypes and with our ready-made (product and solutions family) icons.

Products and Solutions
  • Essentials
  • Examples
  • Overview
  • Placement in text
  • New logotypes
  • Dos and Don’ts
  • Old logotypes
  • Icons
  • Download

Essentials

Our portfolio is divided into products and solutions, which are grouped in families. The names of our products and solutions (and their families) can appear in a layout as text (e.g. in headlines or copy text) or as a logotype. In addition, each family can be displayed as an icon (including the family name).

The new principles make it easier to create logotypes. You can now generate them yourself. It is no longer necessary to receive approval from Group Brand Services for national use. For international product and solution logotypes, you must still receive approval from Commercial Alignment. Please send requests to commercial.alignment@dhl.com.

Please note: Product managers responsible for creating new logotypes must ensure proper due diligence. This means that your legal department must confirm compliance with relevant product protection laws (as regards word marks or product symbol). Continue to use the old logotype until your receive approval.

Examples

Overview

Products and solutions
Here is a complete overview of the options
available for communicating products and solutions.

 

Products and solutions families
Here is a complete overview of the options
available for communicating product and solution families.

 

Placement in text

Place product and solution names (and their family names) either in a headline (incl. topline or subline) or in copy text. 

Depending on the application/use, format the names according to the typography hierarchy in each case. If the product and solution name is in the copy text, always add the prefix “DHL” before the name.

 

New logotypes

All users may create logotypes for products, solutions and their families based on the formatting rules below and place them in layouts.

Number of words and word combinations

A logotype consists mainly of two terms. Exceptions (with more terms) and special forms are certainly permitted. If the logotype consists of only one word, add the prefix “DHL” before it.

Do not use hyphens, umlauts and special characters.

If the logotype has a descriptor, place it below the logotype. Find more details about this in the Descriptor section below.

 

 

Formatting and font size

Format logotypes in Delivery Bold Italic and in all caps. We recommend reducing the character spacing by -20.

The height of the logotype depends on the size of the copy text. In this example, the logotype is twice the size of the copy text. 

If there is no copy text to use as a reference, the height of the logotype will be 75% of the base unit.

 

Colors

Use only DHL Red and black in logotypes, replacing black with white on dark backgrounds.

The first part of the logotype is always in DHL Red. Depending on the length of the logotype and the context, this part sometimes consists of more than one word. 

The second part of the logotype is in black on light and Postyellow backgrounds. Use white on dark backgrounds. Format descriptors in the same color as the second part.

 

Line break

Logotypes are preferably set in one line. A line break can be applied for narrow media and insufficient space.

 

Descriptor

A descriptor can be added as a subline. The font size is 50% of the logotype text. Format the line spacing at 75% of the logotype text size. Descriptors are also set in Bold Italic and all caps – and in black or white depending on the background.

 

Placement

Above the main text

The position of the logotype is typically determined by the main headline. Set the logotype above the main headline and within the text area at a distance of 1.5 base units from the main headline or topline. Logotypes should never appear below the main headline or the copy text.

 

In any corner of the type area

Logotypes may appear in any corner of the type area, ideally in the corner farthest away from the DHL logo. This keeps the primary focus on the DHL logo.

Dos and Don’ts

Old logotypes

Use the old logotypes until, for example, the issue of trademark protection has been clarified. The old versions are available for download at the end of this section.

Versions

Set the logotype with white gradient backgrounds only on dark (incl. images) and Postyellow backgrounds.

The version with a yellow gradient background is intended for light backgrounds.

 

Size ratio

In print media, the logotype height is 0.75 base units. 

In digital media, the height can vary according to viewport sizes, but the preferred height is one base unit.

 

Placement

Above the main text

The position of the logotype is determined by the main headline. Set the logotype above the main headline and within the text area. Align it flush-left and set it at a distance of 1.5 base units from the main headline or topline. Logotypes should never appear below the main headline or the copy text.

In any corner of the type area

Logotypes may appear in any corner of the type area, ideally in the corner farthest away from the DHL logo. This keeps the primary focus on the DHL logo. If you place the logotype on the right-hand side of the canvas, please use the right-aligned logotype.

 

Examples

Icons

Special icons have been created for product and solution families only. Product family icons are formatted in DHL Red, and solution family icons in gray. The product and solution family icons must always appear in combination with the family name. Use these icons for information graphics (tables, charts) or as navigation elements in digital applications.

Download

If you download any document, you accept our Terms and Conditions.

Logotype template
Old product logotypes
Old solution family logotypes
Old solution logotypes
Product family icons
Solution family icons